Body text size
type:Smallest sampled text is 11px, below the 13px floor this check uses.
FixKeep body copy ≥15-16px; reserve sub-13px for fine print only.
01
Homepage / Lander
5 tactics
subscription · 2 proof points
ecommerce · Sep 21, 2026
drinktrade.com
We found more conversion tactics here than on 80% of the 223 multi-step e-commerce funnels we have measured.
6 conversion tactics detected
4 pages walked · measured by Roentgen 1.27.0
How this was measured
Measured by Roentgen 1.27.0 on 2026-09-21. A capture is read once and its measurements freeze there, so the stamp says which ruleset read this one.
This is detection coverage, not a verdict — it counts the conversion tactics we could prove are present, out of the 15 that apply to an ecommerce funnel. A low count means we did not detect those patterns, not that the funnel is weak.
Against all 1,864 multi-step funnels, more conversion tactics than 72% of them.
Walk 99 links on the entry page, 81 walkable. 3 matched a funnel step; we captured 4 pages in all, this one included.
The short version, in 5 parts
-
Proven on the page
6 conversion tactics detected, each backed by text on the page
- Displays a wall of customer reviews
review widget
- Offers free shipping
Free shipping
- Answers buyer objections
Shop Gifts Redeem a Gift Corporate Gifting Gift a Coffee Subscription Choose a subscriptio
+ 3 more with evidence
-
Not seen
9 of 15 applicable tactics we checked for and did not see
- Us-vs-them comparison
- A comparison table framing the brand against alternatives.
- Anchor / strikethrough pricing
- A struck-through original price or an "X% off" claim.
- Express wallets
- One-tap wallets (Shop Pay / PayPal / G Pay) offered.
+ 6 more
-
Flagged
7 of 17 build checks flagged, each with a fix
- Body text size
- Smallest sampled text is 11px, below the 13px floor this check uses.
- Form labels
- 1 of 21 form fields have no label (+3 rely on placeholder only).
- Named controls
- 28 buttons/links have no accessible name (icon-only, no aria-label).
+ 4 more
-
Walked
4 pages walked, Homepage / Lander to Pages
- Step 1
- Homepage / Lander
- Step 2
- Collections
- Step 3
- Products
+ 1 more step
-
In their words
The headline:
Your next favorite coffee is out there
- Promise
Meet your new favorite coffee. Trade matches you with 500+ roasted-to-order coffees from 55+ top roasters—per…
What we recorded
Progress
6 scans
this funnel’s coverage score across measured re-scans
measuredextracted directly from the live page. a fact, not an opinion
1 more tactic detected
5 → 6 across 6 scans since 2026-07-19. The ruleset changed in this window, so part of this may be our detection improving rather than the page changing.
- 5 tactics 2026-07-19
- 6 tactics 2026-07-29
- 5 tactics 2026-07-30
- 5 tactics 2026-08-02
- 5 tactics 2026-08-03
- 6 tactics 2026-09-21
The funnel, frame by frame
4 steps walkedsee their whole funnel without clicking through it. scored step by step
measuredextracted directly from the live page. a fact, not an opinionIn their own words
19 quotedthe entry page’s own title, headline, buttons and prices — quoted, never paraphrased
measuredextracted directly from the live page. a fact, not an opinion- Page title
Trade Coffee | Personalized Coffee Subscription, Matched to Your Taste
- Meta description
Meet your new favorite coffee. Trade matches you with 500+ roasted-to-order coffees from 55+ top roasters—personalized to your taste.
- Headline
Your next favorite coffee is out there
- Section headings
Three bags. Three roasters. Matched to your taste.
with your Discovery Trial
Finding coffees you’ll love is our whole job
We match your tastes with precision
Getting it right means tasting a lot of coffees (like, a lot)
Meet your next favorite roaster. And the next.
Join our community of 435,000+ coffee drinkers
What will you discover?
- Buttons and links
Build my trial
Shop All
Gifts
About Us
SUBMIT
Subscribe
Shop Gifts
Shop Coffee
Sections
3 identified
structural bands identified on this funnel, cropped from its own capture
measuredextracted directly from the live page. a fact, not an opinion
Elements
1 harvested
the atomic pieces — price anchors, ratings, guarantees — with their verbatim on-page text
measuredextracted directly from the live page. a fact, not an opinion
What we found
6 tacticsconversion tactics we could prove are present, with the on-page text that evidences each
measuredextracted directly from the live page. a fact, not an opinionproof3 of 5
Displays a wall of customer reviews
review widget
Puts proof in the first viewport
Rated 4.7 out of 5 stars
Shows press logos or an as-seen-in claim
press: The New York Times Wirecutter logo, The New York Times Wirecutter logo, The New Yor
urgency1 of 2
Signals scarcity without a live clock
LIMITED TIME
offer1 of 4
Offers free shipping
Free shipping
objection1 of 2
Answers buyer objections
Shop Gifts Redeem a Gift Corporate Gifting Gift a Coffee Subscription Choose a subscriptio
What we didn’t find
9 of 15 applicableapplicable tactics we checked for and did not see on any step we reached
measuredextracted directly from the live page. a fact, not an opinionWhat we didn’t see9 of 15 applicable
Us-vs-them comparison
467 of the 2,525 funnels we checked
Anchor / strikethrough pricing
127 of the 251 ecommerce funnels we checked
Express wallets
46 of the 251 ecommerce funnels we checked
Money-back guarantee
33 of the 251 ecommerce funnels we checked
Proof at every step
28 of the 251 ecommerce funnels we checked
Countdown / urgency timer
24 of the 251 ecommerce funnels we checked
Per-unit price anchor
12 of the 251 ecommerce funnels we checked
Stacked free gifts
Subscription / auto-ship
Absence is a measurement, not a recommendation: we do not know why a tactic is missing, whether it belongs here, or whether adding it would change anything. Where a walk stopped early, a tactic living deeper would also read as not detected.
How well it’s built
17 run · 7 flaggedcontrast, mobile, typography, accessibility, weight — each with what would fix it
measuredextracted directly from the live page. a fact, not an opinion7 of 17 measured checks need work
Form labels
a11y:1 of 21 form fields have no label (+3 rely on placeholder only).
FixGive every input a <label> or aria-label; placeholders are not labels.
Named controls
a11y:28 buttons/links have no accessible name (icon-only, no aria-label).
FixAdd aria-label to icon-only buttons and links.
Page weight
weight:At least 12.2 MB across 510 measurable resources. 1401 cross-origin resources did not expose a size, so the real total is higher.
FixCompress and lazy-load below-the-fold media; drop unused third-party scripts.
Render-blocking resources
weight:49 stylesheets/scripts in <head> block first paint.
FixDefer non-critical JS (defer/async) and inline only critical CSS.
Oversized images
weight:92 images are shipped at more than 2x the width shown.
“NavImage_Desktop.webp?crop=center&height” is 800px wide, displayed at 218px
FixServe responsive sizes (srcset/sizes) matching the rendered width.
Tap-target size (mobile)
mobile:209 of 352 interactive targets are under 44×44px on mobile.
smallest: “(unnamed)” at 32×32px
FixGive tappable controls a ≥44×44px hit area. the touch minimum.
Worth knowing5
Line length
22 paragraphs run past ~95 characters per line.
FixCap measure at ~60-75ch for comfortable reading.
type:Link text
1 link uses generic text (“click here” / “learn more”).
FixMake link text describe its destination out of context.
a11y:Heading levels
6 headings skip a level (e.g. <h2> followed by <h4>). Screen-reader users navigate by this outline.
FixStep heading levels one at a time; use CSS for size, not a deeper level.
a11y:Skip link
No same-page “skip to content” link was found. Keyboard users tab through the whole nav on every page.
FixAdd a first-in-DOM <a href="#main"> that is visible on focus.
a11y:Keyboard reachability
12 elements look clickable but cannot be reached by keyboard.
FixUse <button>/<a>, or add role + tabindex="0" and a key handler.
structure:Clear5
Text contrast (WCAG AA) · Mobile viewport · Language declared · Image alt text · Inline validation
Brand kit
5 colour roles
palette by on-page usage · type rendered live
measuredextracted directly from the live page. a fact, not an opinionfull palette ordered by on-page usage %
primary#f45048
accent#f45048
bg#ffffff
surface#f3ffb9
text#252525
See the roles applied
accent
Body copy in their text role, on a surface card.
the roles, doing their job
The quick brown fox68px
Jumps over the lazy dog60px
A subheading in their voice48px
Body copy set at their measured paragraph size. This is how their product reads to a first-time visitor. same family, same scale, same weight.
- List item one, at body scale
- List item two
- List item three
Type scale, weights & families
SIZE SCALE
11pxAa
12pxAa
14pxAa
16pxAa
18pxAa
20pxAa
24pxAa
28pxAa
36pxAa
48pxAa
60pxAa
68pxAa
WEIGHTS
Aa100
Aa300
Aa400
Aa500
Aa600
Aa700
FAMILIES
GT Alpina · Inter
rendered in their own type system · webfont not loaded. system fallback if uninstalled
Measured, found none
1 of 10 layerslayers we ran on this funnel that came back empty
measuredextracted directly from the live page. a fact, not an opinionPlaybook match — which funnel play this page runs — measured, evidence-quoted
We ran this pass on the pages we captured and found nothing to show. That is a measurement of this funnel, not a recommendation — and it is a different statement from a layer we never ran, which does not appear here at all.
